Project Overview
American Born Moonshine is a moonshine brand that embodies the American rebel spirit – a spirit that challenges the definition of what's possible in the American dream.
Project Team
Dan Matauch, Dennis Nalezyty, Tracey Barraco
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Project Details
We researched the moonshine category and history pertaining to the early days of American prohibition and moonshine bootlegging. Our goal was to create a package that reflects the authenticity of that era. Everything about the design, packaging and product is made in the United States. The traditional mason jar looks and feels like it was taken out of a wooden crate filled with straw in the Appalachia during prohibition. The custom designed lid patented and seen on no other package, allows bartenders to remove the cork and use a regulated pour spout, or it can be screwed off entirely for tailgating and home use. The brand, with its made-in-the-USA mason jar packaging, "American" name, and triple-X logo, aims to capture that proud, Appalachian mountain spirit. But it also tries to capture a new generation of moonshine drinkers, patrons who feel more comfortable at a craft cocktail bar than a hoedown. It has a "Don't Tread On Me" logo embossed on the side of the bottle as well as a two-layered label with an aged paper look.
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Jury Commentary
A really beautiful product, historically accurate because the packaging looked like it belonged in the time when there was a ban on liquor.
It's a very interesting use of the ordinary mason jar and it completely goes with the branding and the way the product has been treated.
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